Metaverse and strategy: How to innovate with virtual worlds

The rise of virtual worlds and the metaverse is transforming how companies interact with customers, employees, and strategic partners. This evolution is not just a technological trend—it represents a structural shift in 21st-century business strategies. For corporate managers, understanding how to capitalize on these platforms can mean the difference between innovating or falling behind.

This article provides a comprehensive overview of the metaverse, covering key platforms such as Decentraland and The Sandbox, as well as corporate-use models like virtual offices, showrooms, and immersive events. It also explores monetization opportunities through digital assets, value strategies in 3D environments, integration with marketing and sales, and a final analysis of major challenges and best practices in governance, accessibility, and security.

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The Metaverse offering: A world of possibilities

The metaverse offers persistent three-dimensional environments where brands can interact with their audiences in more direct, immersive, and memorable ways. Platforms like Decentraland, The Sandbox, and Roblox allow companies to design digital spaces that transcend the limitations of the physical world.

Some of the most notable applications include:

• Virtual offices, useful for meetings, training, and collaborative work without geographic barriers.
• Interactive showrooms, where products are presented using 3D animations, avatars, and gamified elements.
• Immersive events, such as fashion shows or real-time product launches that combine virtual and augmented reality with digital tokens.

For example, brands like Gucci have hosted virtual exhibitions where users can interact with or purchase digital garments as NFTs. Hyundai developed a virtual world in Roblox where visitors can explore futuristic vehicles and mobility technologies. These experiences not only draw attention but also increase engagement and brand loyalty.

Monetizing digital assets

One of the most disruptive aspects of the metaverse is its ability to generate new revenue streams through digital asset monetization. Some of the most relevant models include:

• Buying and leasing virtual land: Companies like Adidas and PwC have acquired digital spaces to develop experience centers, virtual stores, or educational venues.
• NFTs (Non-Fungible Tokens): These enable the ownership of digital art, virtual fashion, event tickets, and more. With blockchain traceability, NFTs enhance trust and exclusivity.
• Sponsorships and collaborations: On platforms like The Sandbox, brands can collaborate with creators or communities to develop unique content that drives traffic and loyalty.

By 2030, the metaverse could generate up to $5 trillion in economic value, with commerce, education, and entertainment among the most benefited sectors. Moreover, it is estimated that more than 30% of organizations will have metaverse-ready products and services by 2026.

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Designing your value map in the metaverse

Before entering the metaverse, companies must design a value map that aligns their strategic goals with the opportunities of the virtual environment. This plan should consider:

• Clear objective setting: Is the company aiming to increase brand awareness, generate leads, or sell virtual products?
• Target audience identification: Analyze whether the demographics and behavior of each platform’s users match the company’s buyer persona.
• Consistent brand experiences: Maintain a coherent narrative in the 3D environment that reinforces the company’s values.
• Monetization opportunities: From NFTs to hybrid physical-digital commerce.
• Impact measurement: Establish KPIs such as dwell time, leads generated, event participation, attributed sales, etc.

This strategic approach ensures that investments in the metaverse are aligned with corporate objectives, maximizing return and long-term sustainability.

Integration with marketing and sales strategies

The metaverse does not replace traditional marketing and sales strategies—it enhances them. Brands that incorporate immersive experiences into their digital strategies can extend their reach and boost conversions.

Key opportunities include:

• Engagement-driven campaigns: Track how many users enter, how long they interact, and what actions they take within virtual spaces.
• Lead generation in 3D environments: Use interactive forms, digital rewards, or exclusive experiences in exchange for user data.
• SEO for virtual experiences: Optimizing land names, descriptions, and associated pages with the right SEO phrases improves visibility both within the platform and on traditional search engines.
• Personalized retargeting: By linking metaverse behavior data with the CRM, brands can activate automated campaigns to nurture prospects more effectively.

This integration enables companies to build richer conversion funnels, where the metaverse becomes another channel within a broader omnichannel ecosystem.

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Challenges and best practices

While the metaverse holds enormous potential, it also presents challenges that must be addressed strategically:

• Governance: The lack of clear regulation means companies must adopt ethical and transparent principles, defining internal behavior and moderation policies.
• Security: Virtual spaces must protect user identities and data by applying cybersecurity standards and access controls.
• Privacy: Many platforms collect biometric, behavioral, or geolocation data. It is crucial to implement informed consent and offer anonymity options.
• Accessibility: Experiences must be inclusive for people with hearing, visual, or motor impairments through XR (Extended Reality) accessibility guides and standards from bodies like ITU or W3C.

Adopting these best practices not only mitigates legal and reputational risks but also strengthens user trust and positions the company as a responsible leader in digital environments.

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Conclusion

The metaverse represents an emerging frontier with the power to radically transform corporate interaction. From digital asset monetization to integration with marketing and sales strategies, its potential is vast and constantly evolving.

However, successful implementation demands a strategic, ethical, and user-centered approach. Companies that design immersive experiences aligned with their values, prioritize privacy, promote accessibility, and rely on real data will be best positioned to lead in this new digital environment.

Ultimately, virtual worlds are not just an extension of physical reality—they are a new dimension for innovation, connection, and authentic, sustainable value creation.